Can Apple really take on Google now? It seems they are about to!

We have seen it and said it in the past – Apple may not be the best at innovating, but they sure know how to make an idea popular. Their next goal seems to be a very ambitious one – taking on Google Now.

A bit on Google Now

Android’s digital assistant is more than a cool app you can ask questions to. Google Now is a complete tool that brings you information when you most need it. It takes information from your email, calendar, searches, apps and other sources in order to bring you the right data at the right time.

Got an email with your flight pass? Google Now will pull that out and keep you updated on your flight status. Likewise, it can remind you of upcoming events. You get the point – it’s an awesome tool that goes beyond searches and simple commands.

How will Apple combat Google Now?

The latest rumors say Apple has been working on something similar to Google Now for years. In fact, Apple is said to have begun building this service’s foundation since they acquired Cue, back in 2013.

This new service is currently code-named “Proactive” and does just what the name entails, it brings you information… proactively. Like Google Now, Apple’s Proactive will take information from emails, Calendar, Contacts, Siri, Passbook and third-party apps and curate valuable information to present it to you in a timely and organized fashion.

It’s also said to work well with Apple Maps, as it will serve as a tool to bring you points of interest around your vicinity. You know, just in case you are feeling like having dinner, grabbing a drink or visiting some nearby attractions.

Where will Apple’s Proactive live?

The plan seems to be to replace the Spotlight pull-down section with this new services. In short: Proactive will live in your notification area, which actually makes total sense. That area is already where you look to get all your newest notifications. It actually seems more seamless than accessing Google Now on Android.

It’s said this section will also have a large focus on news, and will feature a search area you can easily access for more details on whatever it is you may be looking for.

When will Proactive launch?

This part is still a bit unclear, and it’s because the internal sources who unveiled this project claim executives are still a bit broken on the decision. One option would be to announce this service as a completely new service. The second option would be to release these as incremental features that would be added to Siri, Maps, Contacts, etc.

We are not sure when this will all happen, but work seems to be well underway. It’s said to all become much more clear after Apple’s yearly WWDC developer conference, come June 8th.

Can Apple beat Google Now?

Google Now is a force to be reckoned with. And we won’t say it’s only because of its features and functionality. It’s mostly because it’s backed by Google and all its services. It’s hard to compete against a service with full integration to Gmail, Google Maps, Android and Google Search. I mean, those are the biggest competitors in their respective categories!

That’s not to say Apple doesn’t have some fighting power. Apple is… Apple, after all. They are the company to fear in this industry, and I am sure whatever they end up doing will be great, as well as popular. I just don’t know if I am ready to leave my Google services yet. That is certainly something no one can take from Google Now.